The spot, named “Haircut,” was one of a number of creative concepts tested and far outperformed the durable goods average across key performance indicators , including brand linkage, consideration, likability and purchase intent, officials said.
Serta officials said the brand has “a robust omnichannel media activation” to support the launch, including multiple television networks, social and digital media, and other online channels.
The commercial shows the Counting Sheep fleeing a haircut during a heat wave in the city and opting instead to find relief on a new iComfort mattress.
“Designed with carbon fiber cooling technology, it’s our coolest iComfort ever,” the announcer says as the Counting Sheep cuddles up on the mattress.SERTA
The new ad, created by the Leo Burnett creative agency and Aardman Animations, supports the launch of the new iComfort line, introduced at the Las Vegas Market in July and now shipping to retailers.